Texting becomes routine tool for area businesses

UPPER MERION — Texting has now officially graduated from pubescent obsession and a behind-the wheel hazard for harebrained drivers to a vital informational exchange tool for businesses.

Thanks to the omnipresence of smartphones, texting has become an integral part of communications in the business world, according to RingCentral Inc., a cloud-based business phone provider.

The company’s survey of more than 1,000 adults revealed that 79 percent use text messaging for business.

Thirty-two percent claim they closed a business deal via text.

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Even a seasoned Realtor like Joe Pulli admitted that texting has become a routine part of his work day.

“Texting is something I definitely incorporate as part of my everyday business communication with my colleagues and clients,” said the Collegeville-based Weichert Realtors agent.

Before he takes the plunge with a business associate, Pulli said he needs to know where they stand on this once-trendy matter.

“Initially, I try to assess whether someone is open to texting as a means of communication so as not to assume that someone is equipped with a smartphone, data plan and/or the technical knowledge to text,” he said.

Once he gets the green light, he proceeds a bit tentatively, texting “on a limited basis as necessary, and I limit contacts to within reasonable business hours depending on the situation.”

However, the rapid-fire thoughts that drive this style of communication are never a substitute for an old-fashioned face-to-face or phone connection for Pulli.

“I do not rely on texting to replace a phone call or face-to-face contact, but it is a good way to make brief contact to set up another communication,” he said.

“I also try to keep safety and business etiquette in mind by not texting while preoccupied with other activities or conversations.”

Pulli recalled a recent transaction that was conducted via text and email over the course of two weeks while the listing agent was out of the country.

“The clients were extremely impressed that we were able to stay on schedule and complete their transaction,” he noted. “Texting lets me keep pace with the demands of my clients who request instant feedback. Even if it’s only a quick text to say I received their request and I’ll do some research and call them later.”

Through the immediacy of texting, King of Prussia-based Lorel Marketing Group is building a healthy database of names while helping its client, the King of Prussia Business Improvement District (KOP-BID), expand its own horizons.

The text-to-win component of a new multi-channel awareness campaign engages with users by having them text the message “IM KOP” to 99158 for the chance to win $500 in “KOP cash.”

The text-to-win campaign, which ends Jan. 31, is helping to create “an identity and sense of place for King of Prussia and its diverse work force,” noted KOP-BID Marketing Director Brooke Hersh.

“Through the text-to-win campaign we are able to gather data to better communicate to our consumers’ needs. With their input, we can discover if they work, live or have fun – or all of the above – in King of Prussia and direct our communications to their needs and wants.”

Lorel’s Caroline Shauger explained that the promotion, which is linked to new electronic billboards located at The Plaza in King of Prussia, enables the retail marketing agency to send out future messages about “all the great things going on in King of Prussia, whether it be a concert series or something else going on.”

“We have the ability to send them a text message because we captured that information when they signed up.”

Texters must first consent to receiving messages, Shauger noted.

“It’s not more or less effective than other methods, like Twitter, but it is a good way to keep people engaged,” she said. “You see the message right then and there, whereas with Twitter you have to go through your news feed to see it.”

RingCentral, which maintains a base of operations in San Mateo, Calif., recently introduced Business SMS, the first texting capability integrated into a business’ phone system, enabling employees to send and receive texts with customers, colleagues and departments using their business number across all manner of devices, including smartphones, tablets and PCs.

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